uncloaking your electronic collections: promoting library online services lesley williams head,...
TRANSCRIPT
![Page 1: Uncloaking Your Electronic Collections: Promoting Library Online Services Lesley Williams Head, Information Services Evanston Public Library lawilliams@cityofevanston.org](https://reader035.vdocument.in/reader035/viewer/2022062619/5515adb955034674578b61fb/html5/thumbnails/1.jpg)
Uncloaking Your Electronic Collections:
Promoting Library Online Services
Lesley Williams
Head, Information Services
Evanston Public Library
Lesley Williams
Head, Information Services
Evanston Public Library
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The Problem…• People associate libraries with books and children,
not with online services.
• Librarians are NOT generally thought of as an online information source.
• Most marketing efforts target our traditional users, in traditional formats and media.
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Strategy 1: Individual Libraries
• Use language your patrons understand
• Make your online services findable
• Think function, not format
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“Data - what”?!
• People associate “database” with technology they don’t understand.
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• Not everything online is a “database”…
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Hennepin County Library
• Online services integrated throughout the website…
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Online Resources in OPAC
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• Subject guides link to subscription resources
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Homework Help
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Let’s Get Radical!
Most of our potential users are NOT reading library publications or visiting library websites.
To sell our online services, we need to reach beyond our core audience.
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Strategy 2: Community Partners
• Chambers of Commerce• Hospitals• Schools and PTAs• City Government• Homeschool Associations• Realtors and Merchants Associations
Do they link to your library resources?
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• Local Merchant’s Association page links to the library online business resources
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Where is the Library?
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Homeschoolers Online…• Need online math
and reading prep
• Need reliable online reference books
• Need magazines and newspapers
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Will YOU Be There?
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Strategy 3: Consortia and Systems
• Can get more bang for marketing buck.
• Easier to build awareness if everyone in state or region has same access.
• Consistent message, regardless of library’s size or budget.
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Inspire.net
• Has a $200,000 annual marketing budget
• Cable tv ads hit as many as 300,000 viewers per day
• Does targeted marketing to businesses, college students
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Easier Access
• IP address range: used in Connecticut and Indiana, and Ohio
• Login with state ID or driver’s license: used in Michigan, Nebraska
• Login with personalized password: used in Maine, Massachusetts, Indiana
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ICONN Marketing strategies
Insight #1: Emphasize offerings with the most widespread appeal.
Insight #2: For communications to targeted audiences, identify the offerings that appeal to various subgroups
Usage has grown from under 5 million logins in 2001 to over 33 million in 2006
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Iconn ads in local media
• Appeared in non-library publications
• Targeted; different ads for business publications, schools, travel etc.
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Strategy 4: Vendors• Have marketing experience, budget
• Most are uncomfortable targeting end users; may fear conflict of interest
• Need incentives to target the public.
• LET VENDORS HEAR FROM US!!
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How End User Marketing Helps
Vendors• Library product promotes the individual subscription product.
• Patrons will encourage libraries to subscribe to a worthwhile tool.
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Why should this…
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…compete with this?
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Who Does Your Vendor Serve?
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Does Your Vendor Expect You to Do All the Work?
• Some great ideas, but none of them came from EBSCO
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Vendor Marketing “Support”
• Is This REALLY the Best EBSCO Can do?
From the EBSCO Special Event Toolkit
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Some Real Marketing Support…
• Proquest’s Marketing Toolkit
• Great graphics
• Can be used for Proquest,or any online product
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Unclear on the Concept?
• Great poster…
• Great ideas
• NO MENTION OF LIBRARIES!!
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AccessMyLibrary.com
• Free 30 day access to Thomson Gale content
• Encourages patrons to use libraries
• Developing “virtual library card” for easier nationwide authentication
• Advertised on NPR
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The LEAST Vendors Can Do…
• Have a website for the public
• Direct patrons to libraries
• Leave space for the library url on their materials
• Re-direct some marketing efforts
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Vendors As Partners
• Work with libraries to identify media the community reads
• Approach community organizations together
• Collaborative vendor advertising campaign
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Negotiating With Vendors• Set shared goal for usage.
• Ask about marketing assistance BEFORE signing a contract.
• Be clear: you will cancel if usage remains low.
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Strategy 5:Libraries Nationwide
• What are ALA, PLA doing to promote library online services ?
• LET ALA HEAR FROM US!!
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Working the Media…
• What sources do your patrons trust?
• Major papers more likely to do stories on national trends
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Notice Anything Missing?
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Think Like a Travel AgentThink Like a Travel Agent
If you want people to visit Fiji, you DON’T advertise in Fiji.
If you want people to visit Fiji, you DON’T advertise in Fiji.
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The Power of Advertising
• Can library online services become the bottled water of tomorrow?
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Websites used…• John Kupersmith’s “Library terms that users understand” www.jkup.net/terms.html
• Evanston Public Library, www.epl.org
• Hennepin County Library, www.hclib.org
• Portland Public Library, www.portlandlibrary.com/
• “Marketing the Library” from the Ohio Library Council, www.olc.org/marketing/
• “Reaching Patrons: Online Outreach for Public Libraries:, Sara Houghton-Jan, librarianinblack.typepad.com/onlineoutreach/index.html
• Indiana’s Inspire.net
• Connecticut’s Iconn.org and ICONN Market Survey www.iconn.org/iConnMarketingSurveyReport.aspx
• EBSCO’s Customer Success Center, www.epnet.com/thisTopic.php?marketID=20&topicID=204
• Proquest Marketing Toolkit, www.proquest.com/division/docs/HowTo.pdf
• Gale’s accessmylibrary.com
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Lesley Williams
Evanston Public Library
Evanston IL 60201
847-448-8646
Thanks!!